Building brands with the support of social media - Research Paper Example

Only on StudentShare

Extract of sampleBuilding brands with the support of social media

In order to increase its profitability, it is imperative that a company finds ways to build the brand. Social media’s role in brand building cannot be overemphasized because of its widespread usage and availability, and cost effectiveness. Analytical section of the paper discusses the Hierarchy of Effects, 1 Foot Cone Belding, and the elaboration effect. Final analysis elaborates likelihood model that can provide companies with assistance in building brands using social media provided that it enables customers to use attitude formation towards the offerings of the brand. Overall Recommendations are for companies to pay attention to characteristics and features valued by customers in their products and services as tweeted by the customers on social media websites, and engage with the customers to find best ways to realize their expectations. Table of Contents 1. Introduction 4 2. Social Media 4 3. Brand 5 3.1 Brand Awareness 5 3.1.1 Foot Cone Belding (FCB) Grid 5 3.2 Brand Image 7 3.2.1 The Hierarchy-of-Effects (HoE) Model 7 3.3 Brand Attitude 8 3.3.1 The Elaboration Likelihood Model (ELM) 8 4. Branding in the Age of Social Media 9 5. Recommendations 10 6. Conclusion 11 List of References 12 1. ...

Summary

Building Brands with the Support of Social Media Name Individual Assignment Course 25 October 2012 Executive Summary This discourse provides a detailed insight into the way companies build brands using social media as a tool and support. Focus of the paper rests on three main aspects of brand building, namely brand awareness, brand image, and brand attitude…

Tags

Related Essays

Research into the topic of discussion suggests that social media and user-generated content influences consumer behaviour by presenting informational and utilitarian reinforcers accessible to all, electronic word of mouth, a capacity for presenting the views of the consumers and a capacity for consumer interactions with brands. Users trust their peers and this leads to social media influencing propagation of ideas in societies, consumer behaviour, markets and those that create brands. Now the marketplace has become a preeminent source of mythic and symbolic resources through which people who...

This essay declares that the emergence of the social media has had a powerful impact on enterprises. In the coming years, social media has the potential to change the landscape of the business environment and the way organizations conduct their business operations. Companies will have to alter the way they conduct business in order to fully take advantage of the opportunities presented by the emergence of social media. Companies that quickly understand the changes brought about by social media on customer value and customer engagement will be in a good position to realize optimum benefits from...

This dissertation presents an examination of influences of social media on CRM and critical factors for customer engagement in an age of social media by presenting salient themes from published literature in a review of relevant literature, and an examination of expert insights acquired from semi-structured interviews involving experts. In an age of ubiquitous computing, customers are becoming more digital oriented and the advent of social media has unleashed far-reaching change in the way in which individuals interact. The social web now represents the enormous power of the collective and...

This essay approves that since recent past messages were communicated to the public through press releases, advertisements and press conferences. Over the years, new methods and channels of communication are developed and social media is one of them. Social media is an active channel which is used for maintaining social society. Social media is considered very important for business marketers and being a new phenomenon it is spreading widely as a business development platform.
...

Marketing executives of five telecom company were approached to answer the questionnaire about SMM strategies and approach of their company. The method adopted in this research is qualitative research approach coalescing diverse case studies in the research strategy. SMM executives of five telecom companies were each provided with a specific questionnaire coordinated to their terrain of business. The five cases were analyzed with the help of data collected from the questionnaire. On the whole, result of this thesis concludes that communication by means of SM is still in the evolutionary stages...

Correspondingly, it can be observed that the business strategies applied by Rockport centrally focuses on promoting adequate innovation and engineered designing to provide ultimate comfort and style to its customers in accordance with the changing trends observable in the global market (Adidas Group, 2012). 2. Defining Social Media Goals for Rockport Setting of goals associated with marketing any product and/or service can be considered as a primary and most essential step for modern organizations in order to build a strong brand establishment in the respective business market. Therefore, the...

Despite these shifts, it is not known to what extent social media has impacted marketing as a function. There appears to be a gap between marketers’ claim and consumer expectations. Thus, with the aim to evaluate the efficiency of social media on marketing, three objectives were set for the study. After extensive literature review, qualitative primary data was gathered through questionnaire survey administered through the Internet. All three objectives of the study have been achieved. Social media has transformed the marketing process; it has transformed the way people interact and...

33 pages (8283 words)Dissertation

Got a tricky question? Receive an answer from students like you!Try us!

Didn't find an essay?

Contact us via Live Chat, call us at +16312120006or send an email to support@studentshare.net